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Author: Matt Owen

Matt Owen was formerly Head of Social at Econsultancy, looking after Econsultancy’s global social media strategy and architecture, where he led community engagement and growth from 2010 to 2014.

Matt has a background in music, film and television in addition to marketing. Prior to joining Econsultancy, he was instrumental in building the UK's largest entertainment blog network before moving into dedicated social management and strategy for one of the world's largest business schools. He has a particular interest in social measurement and organizational integration.

In addition, he works with a community of 200,000+ digital marketers daily across a variety of social channels and has written best practice guides for popular social platforms.

When I began writing this post, I'd intended to take a quick tour around HSBC's social channels and look at how one of finance's (and the world's) largest brands manages to communicate across so many distinct markets.

How do you speak to your customers? That's a deceptively simple question...

We all understand the importance of tone of voice, particularly when it comes to customer service, but in an age of hyper-localisation it can be increasingly difficult for comms teams to communicate with customers in new markets.